Supervisor
Martha Gilheaney
Programme
MA in International Business
Keywords
Social Media Communication, Brand Image, Platform Rebranding.
Abstract
The rapid growth of social media has transformed brand-consumer communication and image management. Among these platforms, X (formerly Twitter) stands out for facilitating real-time interactions and fostering public discourse. While social media provides a powerful channel for engagement, its open and unmoderated nature exposes brands to risks such as negativity, trolling, and toxicity. Recent developments, particularly Elon Musk's 2022 acquisition of X and subsequent rebranding efforts, have heightened these challenges. These organisational changes, including renaming Twitter to X and altering its logo, have sparked mixed reactions from users and brands. This study explores how such drastic transformations impact user activity, brand perception, and trust in the platform within a rapidly evolving digital environment.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Resource Type
thesis
Recommended Citation
Batbold, Nandin, "Investigating Negative Brand Perception and Toxicity in X (Formerly Twitter)" (2024). Business ETD Collections. 51.
https://arc.cct.ie/business/51